Ronald McDonald Is So Busy,
But Just How Does He Do It?

As Chain Beefs Up His Role,
The Mascot Is Keeping Mum

When it comes to Ronald McDonald, McDonald's doesn't clown around. It won't even admit that there is more than one Ronald.

For four months now, McDonald's Corp. executives have been meeting at headquarters in Oak Brook, Ill., trying to decide just how to script a Ronald revival. The Golden Arches is mostly mum on the matter, saying only that the 40-year-old character will start showing up more -- and in unexpected places. Maybe he'll...